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A case study with real numbers and Chinese tourists travel preferences in Thailand Nuttasit Patarateerakul Baidu Marketing Manager Meaning of Baidu Hundreds and thousands of times, for her I searched in chaos, suddenly, I turned by
A case study with real numbers and Chinese tourists’ travel preferences in Thailand
Nuttasit Patarateerakul – Baidu Marketing Manager
Meaning of Baidu
Hundreds and thousands of times, for her I searched in chaos, suddenly, I turned by chance, to where the lights were waning, and there she stood.
Baidu’s Mission
To provide the best and most equitable way for people to find what they are looking for.
Baidu is the biggest Chinese website in the world
Providing the best and most equitable way for people to find what they’re looking for
Forbes’ World’s Most Innovative Companies
Baidu Eye Baidu Awarded Autonomous Vehicle Baidu Duer: voice-activated assistant Baidu Kuaisou, Smart Chopsticks
LIONS
INNOVATION
Baidu Map
Baidu Map Partners with top digital map partners to provide quality map services to consumer world-wide
The accuracy and promptness of data
Digital map services
120 M
Chinese Outbound TouristSatellite positioning Personalized voice navigation Big Data Machine Translation AI data acquisition
70%
Market Share
25%
Penetration Rate
National Day Golden Week
Many organizations are collaborated with Baidu Map
Signed MOA with TAT Release Chinese Tourist insight with Union Pay Organized Songkarn campaign with top 8 shopping centers
Partners
Monthly active user in Thailand
Baidu Search
2011～2016 Baidu search index for Thailand travel tip queries
4,000 3,000 2,000 1,000
2016 2015 2011
Top 10 hotels of interest Top 10 Restaurants Top 10 shopping destinations
Problem
How do Chinese tourist choose overseas hotels? Which hotel facilities are most important?
Baidu Access
What kind of restaurant do Chinese tourist prefer?
Analyze
Customize
Solution
Chinese Tourists FIT Market Size
Trending
Been to Thailand in the past 6 month in 2016 Group Tour
41%
Free Independent traveller
59%
Will go to Thailand in the next 6 months in 2016 Group Tour
26%
Free Independent traveller
74%
Market Size 6.38billion US$
Each FIT tourist Spend
8.1
days
daily spending
144US$
Chinese Tourist Profile
Booking Method : Mobile is inclining
2014 2015 Web
63%
Web
52%
app
22%
app
40%
15%
8% Spending by gender : Males spend more then females
66% 34%
55% 28% 17% Income : middle – high income 83%
High income Middle income Low income
Demographic : 25 – 34 years old 41%
41% 24%
27%
8%
24 years old and below 25-34 years old 35-44 years old 45 years old and above
Popular keywords
Dining Shopping
Thai food tips Hotpot Local dining options Thai snack tips What to eat in Thailand Bangkok eat seafood Thailand tax-free tips Pharmacy What good things can I buy in Thailand? Shopping centre Supermarket What’s cheap in Thailand?
Chinese tourist preference
Accommodations Restaurant Shopping
曼谷盛泰澜(Centara Grand at CentralWorld) 彩虹云宵(Baiyoke Sky Hotel) 水门夜光酒店(GLOW Pratunam) 1. 2. 3. MK 泰式自助火锅 DONQ(Bakery) 水门肥鸡饭(Kai Ton Pathumwan) 1. 2. 3. Boots Big C 7eleven 1. 2. 3. How do Chinese tourist choose overseas hotels?
Location Price Picture Review 1st 2nd 3rd 4th
What are the problems encountered during meals?
Communication with waiter not smooth Can’t understand menu
What problems are encountered during shopping?
Language barrier No coupons Inconvenient to bring back No clear plan
Baidu Access : Cross border Chinese tourist marketing platform
Clients
Government KA Hotels Shopping Entertainment RestaurantsCross-Border Chinese Tourists Marketing Solutions Abilities Market Analysis
Industry report Market consultBrand Influence
Travel media society Media resourcesSales
Deals sale Advertisement saleChannels Baidu Other Medias Agencies On the rise of China outbound tourism and the inclining popularity of Thailand as destination, Baidu access project is created to serve Thai businesses who want to promote their products and services to Chinese tourist.
Thank you